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Online bootcamp as part of the Marketing Consulting Field Study 2021: Think bigger and braver

12 April 2021 | By: Prof. Dr. Roland Mattmüller, Professor of Strategic Marketing
MaEx Consulting Field Study 2021
EBS students look forward to exciting projects with BRITA, Henkel and Rotkäppchen-Mumm

Especially in special times like these, securing competition for companies through authentic marketing is of great importance. The Chair of Strategic Marketing, under the direction of Prof. Dr. Mattmüller, offered master’s students a three-day boot camp as part of the “Marketing Consulting Field Study” this year as well. Although the excursion, which is taking place for the 26th time, could only take place as online format for the first time, the real-life case studies offered practical and close to the daily business tasks of the three corporate partners BRITA, Henkel and Rotkäppchen-Mumm.

The integrative treatment of demanding marketing-specific tasks as well as close interlinking with business practice are characteristic features of the excursion. Following the introduction to the case studies within the online boot camp, the students will be working on the respective projects in six groups over the next weeks. They are supported in several coaching sessions by Professor Mattmüller and his team and present their results to the company representatives in a final presentation. The students get into contact with corporate partners, in addition to direct insights into various industries, opportunities for internships or job interviews.

On the first day of the MaEx Online Bootcamp, the participants looked forward to the company presentation of BRITA and the introduction to the case study by Sascha Riedel, Head of Digital Product Marketing, Martina Dreher, Strategic Marketing and Rebekka Hilbert, Junior Manager Personnel and Organizational Development. On the second day of the online event, Dr. Anna Koenen, Brand Manager Hair Care (and former doctorate student at the Chair of Strategic Marketing) and Kristina Bauer, Global Manager Employer Branding for the Beauty Care division at Henkel explained their challenges, which the students should solve as part of a team project. Afterwards the representatives Cathrin Duppel, Marketing Director, Ellen Roosen, Head of Event Management, Andrea Geisler, Group Head Digital Marketing & Sales and Hannah Oberauer, Brand Experience Manager represented the Rotkäppchen-Mumm company and illustrated their question about the premium sparkling wine brand Geldermann (unfortunately the tasting has to take place at a later date).

Julia Elspaß, Research Assistant and Doctoral Candidate at the Chair of Strategic Marketing of Professor Mattmüller also supported the students with a session on the topic of “Academic Writing”, as the scope of assessment includes an academic essay on the project. At all lectures, our students like to use the opportunity to ask many questions and thus prepare for the coming weeks. On the third day, the participants had the opportunity to speak in groups with the company representatives and Professor Mattmüller and his team in order to clarify any ambiguities and to present the first promising ideas. We look forward to the coming weeks with coaching sessions and the final presentation to the company representatives at the end of April.

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Contact
Roland Mattmüller

Professor of Strategic Marketing

Head of Council Executive School

Group Speaker Marketing & Sales

+49 611 7102 1481
roland.mattmueller@ebs.edu